看到还是有被拒的朋友,我想把我的这份报告补上,虽然VO没问我这个,但希望对其他学媒体制作的朋友有用。
以下谈不上研究,是我从收集,整理的。
记的自己好好写study plan,我觉得写好study plan,就可以把自己各方面整理清楚了。挺有用的。
Analysis on China’s Media Industry, Especially on New Media Field
Morgan Stanley: China leapfrogging to become major media nation
A new research report issued by Morgan Stanley on China's media shows that China's media industry is full of vigor and China is leapfrogging to become a global leading media country.
Morgan Stanley's Chinese internet and media analytical group published its latest research report on China's media industry. The report indicates that China has more than 3,000 TV channels, more than 2,000 newspapers and more than 9,000 magazines. At present, China's TV viewers, newspaper circulation and number of under-30 netizens all top the world. In the last ten years, China's ad placement jumped nearly sixfold, while at the same time China's GDP grew threefold and America's ad placements merely increased twofold.
Relevant person from Morgan Stanley's media group said that although China's media industry is still at an early growth stage, one can project that it will be one of the fastest growing industries in China. This projection is based on two factors. The first is that more than one billion Chinese consumers will gradually change their focus from requiring basic daily necessities to requiring information and entertainment. Second, China's per capita advertising expenditure works out to be US$1, a mere 2.3% of the comparable figure in the U.S.
The report also projects that China's media industry will exhibit four major trends: first, the further convergence of traditional and new media; second, entertainment content will enjoy favorable development space under the environment of "harmonious society" that is being promoted by the Chinese government; third, the current media advertising revenue model will change to results-based rather than time-based charges; fourth, high-quality content providers will enjoy stronger and stronger negotiating powers in the value chain of China's media industry.
New forms of new media are in vogue
Print is being overtaken by digital dreams: At the end of last year, the country had 110 million Internet users, with 64.3 million on broadband, and that number keeps growing. Last year was also the first time revenue for the print medium dipped significantly for some companies.
The rise of new media is being driven by a whirlwind of capital. Toodou.com, positioned as "a personal multimedia platform," raised more than US$100 million in venture capital in just 13 months after its founding. "We are still searching for a business model that will enable us to turn a profit," said Chen Weijia, marketing director. "The cost of handling multimedia content is much more expensive. For text, thousands of words may take up only a few kilobytes, but one second of a podcast will require a few megabytes. That's why we need to set up a stable platform for our users."
Competition in new media field
Old media gurus are not sitting idle either. They are taking action to defend their turf and more often than not jumping into the fray. A podcasting website, www.radio.cn, set up in July 2005, raised US$9 million from Softbank and US$1 million from WI Harper Group, leaving China National Radio with the controlling stake of 51 per cent.
In April, China Central Television (CCTV) launched its Internet protocol television (IPTV) service. "You can watch the hottest serial drama from the CCTV line-up, get the texts of their stories, behind-the-scenes snippets and interviews. You can also subscribe to a service and download photos and video segments from the shows to your mobile phone," said Cheng Hong, CCTV's deputy editor-in-chief. In the traditional media of television, CCTV holds a monopoly as the only national network, with 15 satellite channels. Last year, it earned 12.4 billion yuan (US$1.55 billion), of which 8.6 billion (US$1.08 billion) was from advertising.
By contrast, Hunan Satellite Television, with its runaway hit "Super Girls," picked up only 600 million yuan (US$75 million) in advertising.
But in the realm of new media, CCTV does not enjoy such a privileged position, as it has to compete with a slew of operators. Shanghai Media Group (SMG) got an IPTV license one year earlier than CCTV. And as content providers, they all have to fight for the platforms, in this case the cable networks controlled by local television stations.
Since new media content will gobble up bandwidth, cable operators who build and operate the "thick pipes" are in a better bargaining position. "It is unlikely anyone can dominate the market as in traditional television," said Cheng.
As television broadcasting has never been subject to ownership reform, private programming production companies have always been left to fight on their own and with no recourse to a platform. As a result, they have the incentive to embrace new media. Enlight Media Company established itself by producing a program with up-to-date reporting on the nation's entertainment scene and syndicating it to hundreds of television stations. Always on a prowl for new opportunities, Enlight branched into new media last year in the hope that its strength in television programming would cross over to Internet television. Nowadays it refuses to be identified as a "television content provider."
In 1994, when most Chinese knew little about the Internet, China Daily entered the digital age, becoming the country's first national newspaper to go online. Today, www.chinadaily.com.cn has about 6 million page views per day, is one of the top key media websites and its English forum has the largest number of registered users in the country. And it aims to become a leading multi-media news, information and service provider.
China's new media industrial base attracts foreign investment
Some famous businesses in the new media industry and software development from the United States and Europe have signed contracts of intention or agreements to invest in the National New Media Industry Base.
Located in Daxing, and outskirt district of Beijing, the base will focus on production of films and TV, online animation, publishing and press. It will mainly offer cultural products with independent intellectual rights to the mainstream viewers.
At present, some domestic and foreign film and TV producers and publishing & press institutions have settled there. It is predicted that the output value by 2010 will reach 10 billion yuan.
Lack of all-around new media artists in China
“New Media” was put forward in the U.S before 40 years ago, but it has been growing in China just in recent years. China has not established an integrated academic and education system of new media discipline, which leads to lack of all-around new media artists who are good at technology and art as well. Compared with the fast development of new media industry, the problem on the lack of all-around new media artists seems so serious.
Zhang Jian, officer of Ministry of Culture, said that China has many talents on computer technology, but creativity on art is our weakness.
Lots of talents will be becoming the cheap labors for foreign company, if they have no leading abilities of new media art and technology.
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